發(fā)布時(shí)間：2018-06-16 01:10

  本文選題：網(wǎng)購(gòu)進(jìn)口食品 + 質(zhì)量安全　； 參考：《上海海洋大學(xué)》2017年碩士論文

【摘要】：隨著中國(guó)經(jīng)濟(jì)水平的提升、城市居民生活節(jié)奏的增快,擁有高消費(fèi)力的“上班族”鮮有時(shí)間實(shí)地選購(gòu)生活中必須的食品,這一現(xiàn)狀決定了我國(guó)網(wǎng)購(gòu)食品良好的市場(chǎng)前景毋庸置疑。同時(shí)進(jìn)口食品憑借其良好的品質(zhì),新奇的口味,精美的包裝等優(yōu)點(diǎn)一直受到我國(guó)消費(fèi)者的歡迎,近年來我國(guó)進(jìn)口食品銷售量不斷攀升,相信在不久的未來,通過網(wǎng)購(gòu)消費(fèi)進(jìn)口食品將成為我國(guó)消費(fèi)者的日常。然而由于網(wǎng)絡(luò)本身帶有虛擬性、隱蔽性以及監(jiān)管缺失等弊病,加之網(wǎng)購(gòu)進(jìn)口食品從生產(chǎn)到供應(yīng)伴隨著程序上的復(fù)雜性、時(shí)間上的滯后性,諸多因素為網(wǎng)購(gòu)進(jìn)口食品質(zhì)量安全的監(jiān)管帶來了很多困難。因此,從消費(fèi)者的角度出發(fā),研究網(wǎng)購(gòu)進(jìn)口食品領(lǐng)域存在消費(fèi)者安全風(fēng)險(xiǎn)的認(rèn)知以及分析消費(fèi)者的風(fēng)險(xiǎn)規(guī)避行為就具有很大的意義。論文立題前提是鑒于我國(guó)網(wǎng)購(gòu)進(jìn)口食品前景大好,學(xué)術(shù)領(lǐng)域相關(guān)研究較少。本文先是分析進(jìn)口食品網(wǎng)購(gòu)在我國(guó)目前的發(fā)展現(xiàn)狀及存在的問題,進(jìn)而著重從社會(huì)心理因素和人口特征變量?jī)蓚�(gè)方向分析我國(guó)消費(fèi)者網(wǎng)購(gòu)進(jìn)口食品過程中安全風(fēng)險(xiǎn)認(rèn)知方面的影響要素,并對(duì)消費(fèi)者風(fēng)險(xiǎn)規(guī)避行為偏好進(jìn)行分析,并在得出上述結(jié)論以后進(jìn)行總結(jié)概括,提出網(wǎng)購(gòu)進(jìn)口食品的監(jiān)督管理建議。研究意義在于,本文是基于目前的消費(fèi)趨勢(shì),調(diào)查分析我國(guó)消費(fèi)者對(duì)于網(wǎng)購(gòu)進(jìn)口食品的風(fēng)險(xiǎn)認(rèn)知和風(fēng)險(xiǎn)規(guī)避行為。這一研究將會(huì)豐富和完善現(xiàn)有的食品網(wǎng)購(gòu)消費(fèi)行為研究框架,補(bǔ)充進(jìn)口食品方面的消費(fèi)者網(wǎng)購(gòu)行為研究。研究主干劃為兩個(gè)部分:第一部分研究采取主成分分析法和多元回歸模型定量分析社會(huì)心理要素對(duì)消費(fèi)者網(wǎng)購(gòu)進(jìn)口食品安全風(fēng)險(xiǎn)認(rèn)知的影響,并采用單因素方差法研究人群特性對(duì)食品質(zhì)量風(fēng)險(xiǎn)認(rèn)知的影響。歸納得出干擾這些認(rèn)知的主要社會(huì)心理因素可以歸納為五個(gè)因子:產(chǎn)品吸引、質(zhì)量承諾、售后服務(wù)、運(yùn)輸保障、購(gòu)買經(jīng)歷。從顯著性水平來看,運(yùn)輸保障因子、購(gòu)買經(jīng)歷因子對(duì)消費(fèi)者在“時(shí)間”、“性能”、“心理”3個(gè)方面的風(fēng)險(xiǎn)認(rèn)知均產(chǎn)生顯著影響。與實(shí)際相聯(lián)系,優(yōu)秀的運(yùn)輸保障的確可以大大緩解商品新鮮度不足、退換貨耗時(shí)長(zhǎng)的問題,也可以盡快讓消費(fèi)者接觸實(shí)物,從而心理上的不安得到舒緩;而良好的購(gòu)物經(jīng)歷往往能直接決定消費(fèi)者的后續(xù)購(gòu)買行為。這表明本文實(shí)證分析成果與社會(huì)現(xiàn)實(shí)情況相符。人口特征變量的分析得出年齡、城鄉(xiāng)人口和受教育程度對(duì)三個(gè)風(fēng)險(xiǎn)認(rèn)知作用明顯,其中年齡差異與消費(fèi)者在時(shí)間和心理方面的風(fēng)險(xiǎn)認(rèn)知呈負(fù)相關(guān),與性能方面的風(fēng)險(xiǎn)認(rèn)知呈正相關(guān),這與中老年人生活節(jié)奏慢,心理承受能力強(qiáng),相對(duì)更加重視商品質(zhì)量的現(xiàn)實(shí)情況吻合。在城鄉(xiāng)人口的結(jié)果差異方面,消費(fèi)習(xí)慣、消費(fèi)環(huán)境等方面的差異可能是產(chǎn)生風(fēng)險(xiǎn)認(rèn)知差異的主要原因原因。教育水平與三個(gè)風(fēng)險(xiǎn)認(rèn)知均呈正相關(guān),且風(fēng)險(xiǎn)認(rèn)知均值數(shù)值均隨受教育年限的增加有顯著提升,說明隨著消費(fèi)者文化水平的提升,會(huì)更加容易全面的感知到風(fēng)險(xiǎn)。第二部分經(jīng)過因子數(shù)值矩陣的整理,對(duì)每個(gè)風(fēng)險(xiǎn)規(guī)避行為因子的均值進(jìn)行排序,按照消費(fèi)者偏好值高低從大到小降序排列,結(jié)果為:信息搜集決策判斷需求產(chǎn)生購(gòu)后反饋。這說明消費(fèi)者最傾向于事先通過完善信息搜集將存在風(fēng)險(xiǎn)最小化,在進(jìn)行消費(fèi)決策時(shí)采用謹(jǐn)慎的決策也是消費(fèi)者較為偏愛的規(guī)避分險(xiǎn)手段,而減少消費(fèi)需求和向有關(guān)部門進(jìn)行購(gòu)后反饋此類亡羊補(bǔ)牢的舉措則是消費(fèi)者最后選擇采取的風(fēng)險(xiǎn)規(guī)避手段。通過消費(fèi)者群體特征分析我們發(fā)現(xiàn),青年人,高學(xué)歷人群以及較高收入人群在信息搜集階段的表現(xiàn)更為突出,這可能是由于這些人群普遍思想更為開放,信息搜集能力相對(duì)更強(qiáng),而且這些人群普遍對(duì)網(wǎng)絡(luò)購(gòu)物這樣的生活方式有更高的需求。因此,進(jìn)口食品電商應(yīng)當(dāng)著力于針對(duì)上述人群的市場(chǎng)開拓。此外,網(wǎng)購(gòu)進(jìn)口食品購(gòu)買后的風(fēng)險(xiǎn)規(guī)避被很多人所忽視,且大部分人群都傾向于在購(gòu)買準(zhǔn)備階段和購(gòu)買決策階段進(jìn)行風(fēng)險(xiǎn)規(guī)避。這樣的行為一定程度上是從源頭規(guī)避了網(wǎng)購(gòu)進(jìn)口食品的風(fēng)險(xiǎn),但也反映出我國(guó)消費(fèi)者對(duì)維權(quán)環(huán)節(jié)的輕視。我們應(yīng)該設(shè)法讓消費(fèi)者認(rèn)識(shí)到良好的售后保障承諾對(duì)風(fēng)險(xiǎn)的規(guī)避作用。
[Abstract]:With the improvement of China's economic level, the pace of urban residents' life is increasing, and there is little time for the "office workers" to choose and buy food that must be needed in life. This situation determines the good market prospect of online shopping in China. At the same time, the imported food is based on the good quality, the novelty taste and the exquisite package. It has been welcomed by Chinese consumers. In recent years, the sales of imported food in China are increasing. In the near future, the consumption of imported food through online shopping will be the daily of our consumers. However, the network itself has the disadvantages of virtual, concealment and lack of supervision, as well as the import of food from the net. With the complexity of the supply process and the lag of time, many factors have brought many difficulties to the supervision of the quality and safety of the food imported from online shopping. Therefore, from the perspective of consumers, it is very important to study the perception of the consumer safety risk in the field of online shopping import food and the analysis of the risk aversion behavior of consumers. The premise of the thesis is that in view of the great prospect of China's online purchase of imported food, there are few related studies in the academic field. This paper first analyzes the current development status and existing problems of the net purchase of imported food in China, and then focuses on the analysis of the process of purchasing food imported from China's consumers online from two aspects of social psychological factors and demographic variables. The factors affecting the cognition of security risk are analyzed, and the consumer risk aversion preference is analyzed. After the conclusion is drawn up, the supervision and management suggestions are put forward. The research significance is that this article is based on the current consumption trend and investigates and analyzes the consumers of our country for online purchase of imported food. This study will enrich and improve the existing research framework for the consumption behavior of food online shopping and supplement the consumer online shopping behavior of imported food. The main part is divided into two parts: the first part studies the quantitative analysis of social psychological factors by the principal component analysis and the multi regression model. A single factor variance method is used to study the influence of population characteristics on food quality risk cognition. It is concluded that the main social psychological factors that interfere with these cognition can be summed up as five factors: product attraction, quality commitment, after-sales service, transportation support and purchase experience. Level of view, transportation security factors, purchase experience factor has a significant impact on the consumer's 3 aspects of "time", "performance" and "psychological". As a result, a good shopping experience often directly determines the consumer's subsequent purchase behavior. This shows that the results of the empirical analysis are consistent with the social reality. The analysis of demographic variables shows that age, urban and rural population and education range are obvious to three risk cognitive functions, of which age The difference is negatively related to the consumer's risk cognition in time and psychology, and is positively related to the risk perception of performance, which is consistent with the living rhythm of the middle-aged and the elderly, the strong psychological endurance, and the relative importance of the quality of the goods. The difference may be the main cause of the risk perception difference. The level of education is positively related to the three risk cognition, and the value of the risk cognition increases significantly with the increase of the number of years of education. It shows that with the promotion of the consumer's cultural level, the risk can be more easily perceived. The second part passes through the factor numerical matrix. Sorting, sorting the mean value of each risk aversion factor and arranging from large to small in accordance with the value of consumer preference. The result is: information gathering decision needs to produce post purchase feedback. Prudent decision making is also a preferred means to avoid risk, while reducing consumer demand and buying feedback from the relevant departments is a risk aversion to consumers' final choice. Through the analysis of consumer groups, we find that young people, highly educated people and higher income groups are in the market. The performance of the information gathering stage is more prominent, which may be due to the wider openness of the people, the relatively stronger ability to collect information, and the higher demand for such lifestyles such as online shopping. The risk aversion after food purchase is ignored by many people, and most of the people tend to risk aversion in the purchase preparation stage and the purchase decision stage. This behavior to some extent avoids the risk of online purchase of food imported from the source, but also reflects the disdain of our consumer on the rights link. We should try to make it possible. Consumers recognize the risk aversion role of good after-sale guarantee commitment.
【學(xué)位授予單位】：上海海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F752.61;F426.82

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